IBM’s Chris­tian An­der­sen on the fu­ture of ar­ti­fi­cial in­tel­li­gence.

Campaign Middle East - - FRONT PAGE -

We op­er­ate in a hy­per- fast in­ter­con­nected world. The con­sumer’s at­ten­tion con­tin­ues to shrink and the only thing that mat­ters is rel­e­vance.

Cre­ativ­ity is also reach­ing new highs, with a crit­i­cal mass of younger gen­er­a­tions be­com­ing more em­pow­ered through so­cial me­dia to voice their needs and in­ter­ests, and brands and agen­cies push­ing the bound­aries of cre­ativ­ity with bold new ideas ev­ery day.

Also, in a re­gion with one of the high­est mo­bile and in­ter­net pen­e­tra­tions in the world, build­ing a holis­tic view of the cus­tomer is a big chal­lenge. Nowa­days, mar­keters are seek­ing to in­te­grate data from all chan­nels to build a 360-de­gree view of their cus­tomers, which will en­able them to de­liver a rel­e­vant mes­sage for ev­ery cus­tomer, thereby in­creas­ing re­turn on in­vest­ment from their cam­paigns. This can be chal­leng­ing, as data is of­ten sit­ting in siloes that do not al­low for this in­te­gra­tion. If you can in­te­grate every­thing your client does on so­cial me­dia, in your stores and while brows­ing the in­ter­net, you are cer­tain to bet­ter un­der­stand them as in­di­vid­u­als, which guar­an­tees your suc­cess in de­liv­er­ing the right mes­sage in the right tone to each and ev­ery one of them.

Let’s also look at how the mar­ket­ing and ad­ver­tis­ing scene has trans­formed over the last few years. We can see the sig­nif­i­cant trans­for­ma­tion in the shift from off­line mar­ket­ing (above-the-line ad­ver­tis­ing, in- store ad­ver­tis­ing, etc.) to dig­i­tal mar­ket­ing, a few years back, to what we now call om­nichan­nel mar­ket­ing. Nowa­days mar­keters are re­quired to vir­tu­ally sense ev­ery cus­tomer in­ter­ac­tion with their brand, whether on­line or off­line, and use that data to au­to­mat­i­cally de­liver the most com­pelling mes­sage to each cus­tomer, in the best in­bound or out­bound chan­nel, at the per­fect mo­ment.

The main mar­ket­ing trend that is up and com­ing is dy­namic mar­ket­ing. It will no longer be enough to finely tai­lor mar­ket­ing cam­paigns for con­sumers based on their pro­files and pref­er­ences to­day, but an even more ag­ile mar­ket­ing tech­nique will be re­quired where cam­paign tac­tics, con­tent, cre­ative ex­e­cu­tions and even of­fers change on the spot based on any im­me­di­ate ac­tion taken by the con­sumer or any sud­den change in their en­vi­ron­ment (such as a shift in the weather).

Put all th­ese el­e­ments to­gether and it’s time for tech­nol­ogy to step in and al­le­vi­ate many of th­ese un­cer­tain­ties and chal­lenges for mar­keters and agen­cies. Tech­nol­ogy, par­tic­u­larly cog­ni­tive tech­nol­ogy, can eas­ily help solve many of the afore­men­tioned chal­lenges to let those in the cre­ative busi­ness fo­cus on what they know best: cre­ativ­ity.

A new era of cog­ni­tive busi­ness is emerg­ing, and cus­tomers ex­pect com­pa­nies to re­ally know them. Mar­ket­ing in the cog­ni­tive era is about us­ing in­sights in new ways to el­e­vate the en­tirety of the cus­tomer ex­pe­ri­ence, and build­ing last­ing con­nec­tions with cus­tomers to with­stand the chang­ing dy­nam­ics of the evolv­ing mar­ket­place.

IBM has been fo­cus­ing on cog­ni­tive tech­nol­ogy, with its main en­gine be­ing IBM Wat­son – a tech­nol­ogy plat­form that uses nat­u­ral lan­guage pro­cess­ing and ma­chine learn­ing to re­veal in­sights from large amounts of struc­tured and un­struc­tured data.

IBM Wat­son has many use cases, from im­prov­ing health­care to iden­ti­fy­ing fraud­u­lent fi­nan­cial trans­ac­tions, and is be­ing used across in­dus­tries and pro­fes­sions to find con­nec­tions in huge amounts of data where hu­man ca­pa­bil­i­ties can­not take the lead. IBM Wat­son is also help­ing artists find in­spi­ra­tion in mu­sic pieces, cre­ate ads for a lead­ing mo­tor man­u­fac­turer and de­sign a dress with cog­ni­tive ca­pa­bil­i­ties, Wat­son is al­ready as­sist­ing with cre­at­ing unique ex­pe­ri­ences for con­sumers around the world.

Mar­ket­ing in the cog­ni­tive era is about us­ing in­sight and tech­nol­ogy in new ways to el­e­vate the en­tirety of the cus­tomer ex­pe­ri­ence – cre­at­ing sin­gu­lar yet co­he­sive mo­ments through­out the cus­tomer jour­ney that are tai­lored to each per­son’s needs, be­yond any sin­gle prod­uct or ser­vice. It is about build­ing con­nec­tions with cus­tomers that with­stand the chang­ing dy­nam­ics and de­mands of the re­gion’s evolv­ing mar­ket­place.

We are al­ready see­ing pi­o­neer brands in the Mid­dle East adopt­ing cog­ni­tive tech­nolo­gies at the heart of their mar­ket­ing strat­egy. AI helps them em­bed in­sights into the mar­ket­ing pro­cesses to in­form more tar­geted, rel­e­vant and ef­fec­tive mar­ket­ing mes­sages, ve­hi­cles and tac­tics. By be­ing able to in­te­grate data of all types from prac­ti­cally all sources th­ese lead­ers are able to cre­ate unique in­sights that drive rec­om­men­da­tions and drive growth for their busi­nesses and brand val­ues.

Chris­tian An­der­sen Port­fo­lio mar­ket­ing di­rec­tor at IBM Mid­dle East and Africa. His talk at the Dubai Lynx will be on From Mad Men to Mad Sci­en­tists: the Cog­ni­tive Mar­keters

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